Sri Vasavi Thanga Maaligai brings acclaimed ecommerce site to the US

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Shrewsbury, MA. – It is so true that there is no Indian function without any gold glitter.   Indian wedding and functions are not complete without women wearing gorgeous saris and gold and diamond jewelry.

With South Asian and Indians being one of the fastest growing ethnic population in the United States, Sushilaa Pathalam, Country head, Channel & Business Development saw the opportunity to bring to the US. is an online website for Sri Vasavi Thanga Maaligai, where American customers can buy their 22K gold and diamond jewelry and get it delivered here at their door, for the same price as in India.

The story of started in 1942, with Meda A. Balanagasunderasen Chettiar and E.K.R. Meenakshisundharam Chettiar. They started ‘Vasavi Jewellery Mart’ in Dindigul, Tamil Nadu, which was later renamed as ‘Sri Vasavi Thanga Maaligai’. From its humble beginnings as a 400 square-foot space, where they sat on the floor and conducted their business; is now an exceptional jewelry house offering over 20,000 designs in gold and silver jewelry and a range of products and services.

Today, Sri Vasavi Thanga Maaligai proudly includes a fourth-generation member of the founders’ family in its senior management: A. R. Shricharran, son of Ravi Nithyanandam, who has been responsible for introducing and overseeing the development of our e-commerce site and online shopping endeavor.

“Indian customers are always looking for trust, branding and bargain especially when it comes to buying 22K Gold and Diamond Jewelry.  It is a very satisfying feeling for us to see such happy customers to be able to follow their tradition to buy and wear 22K gold and Diamond Jewelry here in USA,” says Pathalam. boasts an extensive variety of jewelry styles: antiques, temple jewelry, bridal jewelry, kundan jewelry, Minakari and Navaratna jewelry.

“Some of our craftsman known as achari or karigar makes jewelry by hand even with skills passed down from father to son for several centuries,” continues Pathalam, “so we carry an astonishing variety of handmade jewelry – temple, jadau and kundan work, with and without gemstones, with intricate filigree work or amazing repoisse, chasing and stamping work (nakshi kaam).”

Their collections include Varanasi’s dominant minakari necklaces and pendant sets which some have the belief on Navarathna that, when worn together in a particular setting it acts as a talisman against negative effects and bring good luck to the wearer. With the entire rainbow of colours in one ornament, navaratna jewellery can be worn with almost any dress, for casual or formal occasions, depending on the size of the piece.

With plenty of collections like Traditional Gold Jewelry, Bridal Jewelry, Diamond Jewelry, Kundan set & Antique collections, is presently one of the top Indian jewelry eCommerce websites, offering traditional and dedicated support service for valuable customers around the world. Currently, it hosts around 1500 unique designs, with 500 products are added every month.  All products are genuine and authentic gold ornaments, certified with BIS hallmarks and the diamonds are certified by reputed agencies such as GIA & IGI.  “At you will find best prices and the best online shopping experience every time, guaranteed. Shop from wherever you are, and we will get it delivered at your doorsteps.  You stand behind our tradition, You are a forever customer to us.”


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